A wheel rim guard includes a body having an obverse surface and reverse surface, the surfaces in mutually opposed orientation and having a thickness (t) intermediately disposed between the surfaces and with the surfaces mutually terminating at an outer circumferential periphery. The guard includes a first channel disposed within the reverse surface of the body, and a first flexible gasket disposed within the first channel. The guard also includes a handle disposed on the obverse surface of the body. A holder may be included that clips to the handle of the guard to position the guard for hands-free operation.